Today I am going to do something a little different and be your subject matter expert on a social media channel called Vine. First I will walk you through some background information on the channel, thenI will explain how companies are using Vine today as part of their marketing mix, and finally I will end with a presentation on how you can use Vine to impact your business. The channel has a lot to offer but today I will be focusing on the primary features of the channel for business purposes.
About- What is Vine and How does it work?
Vine is a fairly new social media channel to the market, but has made quite an impact. According to their website:
“Vine is the entertainment network where videos and personalities get really big, really fast and trends begin and blow up. From “On fleek” to the Shmoney Dance, these trends evolve and extend beyond our phones, influencing culture and reaching millions of people around the world. “(1)
Vine Home Page
Vine is a video sharing service app that allows users or companies to record and share six-second long looping video clips through it’s in app camera. The in app camera only records when the screen is touched which allows users to edit clips while recording or create “stop motion effects”. Users can also film short separate experiences and then link them together to form a complete six-second video. To create a Vine video a user must download the app and create an account. The app has a user friendly interface similar to Instagram and shows a scrollable feed of Vine friend’s videos on the home screen. Users can create a profile or easily transfers their information from their Twitter account. The app offers the basics of a mobile social network and even has a quick tutorial to guide users through creating their first Vine video.
Vine Interface & App camera
Vine Profile Page
Never seen a Vine video? Click here to see the the #1 Trending Vine Topic Ever!
History – How did it start?
Vine was created in Florida by Dom Hofmann, Rus Yusupov, and Colin Krol in June 2012. The Vine app officially launched in January 2013 on the Apple iOS platform and by October 2012 the company was acquired by Twitter for $30 million dollars. Over the next few months, despite the apps low adoption, Vine became “the most used video sharing application in the market” (3) and on April 9, 2013 Vine became the “number one free app in the US iOS App Store” (4).
Features and Integration– How do you use it?
Vine’s continuous loop videos can be seen and shared on the app, directly integrated through Twitter’s timeline or embedded into a web page. Currently Vine iOs users can also “quickly and easily revine, send posts to your friends via Vine messages (VMs), and share to Twitter, Facebook and Tumblr (8)”, these same features are coming to Android devices soon. Users can also post Vine videos to Pinterest. Vine is not integrated with Instagram; the two companies actually compete against each other ever since Instagram released their “Video Clips” feature in 2015.
Currently the Vine app is free for Apple, Android and Windows devices. In 2014 an Xbox One version of Vine was released, along with a web version to further explore the looping videos. In 2015 Vine also launched Vine Kids which is an app with “age-appropriate” content just for children. Currently this app is only available for Apple iOS but should be available for android soon. Vine is completely mobile friendly because it was originally created as an app. Currently users can view content via any web browser but in order to capture and share Vine videos the mobile app must be used.
According to Wikipedia (2), over the past few years the Vine app features have been updated to include:
- 2013 – Grid and ghost image camera tools, curated channels (ex. trending topics, themed areas etc.), ability to “revine” and protect posts
- 2014- “Loop count” in top corner to show how many times a vine is viewed (including if the vine is embedded on another website)
- 2015- Introduction of Vine music with a “Snap to Beat” feature that creates infinite music loops
- 2016- Currently experimenting allow users to post 140 second video clips
(Source Wikipedia (2))
Audience – Who is it and How Fast is it growing?
Vine has a very large target audience since its application can be used through multiple devices, shared through multiple platforms and enjoyed by a large demographic range. Basically anyone who has internet access can be reached by Vine.
“In June 2013, Wired noted that Vine grew from 77,000 unique visitors to 3.6 million unique desktop visitors in just five months” (5). Growth has continued and today Vine has over 200 million active monthly users (6). According to Media Kix, these active users “watch more than 1.5 billion “loops” (Vine’s term for video plays) per day” (7). According to DMR’s 2015 statistics, Vine reaches 14% of the total U.S. digital population and 71% of Vine’s users are millennials (9). In addition, there are 100 million people who watch Vine videos each month (9).
Impact- Brands using the channel EFFECTIVELY
Although there are millions of individual social Vine users, major brands and companies are making a huge impact through the channel as well.
On “September 9, 2013, Dunkin Donuts became the first company to use a single Vine as an entire television advertisement” during an ESPN Monday Night Football game. (2,10) Scott Hudler, Dunkin’ Brands VP of global consumer engagement, explained an important aspect of using Vine for their brand advertisement to AdWeek back in 2013.
“We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it. Everyone is multitasking while watching TV with their phone, tablet or laptop. A lot of times, the content on their mobile device is not related to their TV shows. We want to make sure we’re supporting our TV investment with social media that’s [relevant]. It’s our job to make sure that it’s tied together to drive consumer engagement.” (10)
Take a Peek of the First Dunkin Donut Vine
Today now many other brands are using Vine effectively for product launches, events and creating original content. Here is a portion of an article from Ad Parlor in 2015 who reported on “Brands using Vine Effectively and Uniquely”…
“Since Vine was essentially made for the attention spans of the teen and ‘tween crowds, it only makes sense that MTV would be one of the most consistent brands on the platform. Posting multiple times a day, MTV uses Vine to show behind-the-scenes peeks at shows, along with celebrity cameos. In addition, the cable channel has been sharing immensely creative Halloween-themed posts. MTV gets it and has the nearly 650 million loops to prove it.” Source: Ad Parlor “5 Brands Using Vine Effectively
“Boasting 62.7 million loops, Mashable seems to be the champ on Vine when it comes to media brands. It has multiple profiles, as it does on other social media platforms like Twitter and Facebook. On Vine, it shares not only event coverage, but also product teasers for reviews on its website.” Source: Ad Parlor “5 Brands Using Vine Effectively
According to Media Kix though, “for brands looking to market across social media channels, partnering with top Viners to develop sponsored videos remains the most effective way to reach new audiences and expand brand awareness” (7). First Lady, Michelle Obama has even partnered with influential Viners or Vine “celebrities” to promote her “Better Make Room” campaign, “part of the Reach Higher initiative which seeks to provide educational opportunities for students around the United States” (11).
Take a look at the Vine video that went viral when The First lady invited Vine Celebrities to the White House to kick off the “Better Make Room” campaign!
So how can your brand follow in the footsteps of The First Lady and these other companies to effectively promote your brand on Vine? Take a look at my Prezi Where I show you how!